When used effectively, there is no doubt that marketing technologies help companies to excel in their overall business. This is true for marketing automation, BI, CRM, and other core platforms. However, there seems to be a real challenge in realizing the total cost of ownership of such platforms. While this post will focus on marketing automation, the same is true for other technologies as mentioned above. The number one mistake companies make when evaluating the cost of marketing automation is the fact that they are focusing on technology costs as the main cost element. While technology is an important ingredient in overall costs, it is far from being the main one. Let’s take a look at the main cost elements of marketing automation and how to optimize them. More

In today’s marketing ecosystems there is an abundance of technologies and tools to help with everyday tasks – the problem is to know which ones are worth the investment. Luckily, our #B2BTalks panel tackles that very question. More

B2B doesn’t have to mean boring-to-boring

We are gearing up for our next #B2BTalks event on November 8, and we want to hear from you. We want to be inspired, and that’s why we’re looking for speakers who have worked on an innovative B2B marketing campaign, or an initiative that significantly improved workflow, to share their work with us. More

Creating data driven organizations is tough. It is not only about technology, dashboards and budgets. It’s about changing the way people work and make decisions, and convincing management to invest in it.